SXSW 2012 Key Notes

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At SXSW there was no one key trend - as Bruce Springsteen said there was instead a set of "key notes". This presentation has a look at the five key macro trends and 10 key sub-trends that lay under these.

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SXSW 2012 Key Notes

  1. 1. SXSW  2012  Key  Notes      27  April  2012    
  2. 2. I, QSocial  Intelligence  Manager  and  Senior  Strategic  Planner,  DDB  Group  Sydney    @jayjayquinlan    james.quinlan@syd.ddb.com    Tel:  +61  2  8260  2068  (direct)  
  3. 3. SXSW 2012 Video  
  4. 4. hQp://secretsoSheyoungandsavvy.com   secretsoSheyoungandsavvy.com  
  5. 5. ContentsThe  purpose  of  this  presentaVon  is  to  examine  the  five  key  macro  trends  and  10  sub-­‐trends  coming  out  of  SXSW  2012  (including  the  interacVve  and  music  components  of  the  fesVval).  Note  that  these  trends  should  not  be  seen  as  independent,  but  instead  become  more  powerful  when  combined.   Macro  Trend    Sub-­‐Trends   “Big  Data”      Data  Everywhere          Drowning  In  Data     “Out  and  About”    SoLoMo          Ambient  LocaVon   “Social  Consump8on”    MulVscreening          The  trend  of  trending   “New  Interac8ons”    Mobile  only          Interface  design   “Richer  Experiences”    GamificaVon            Content  markeVng      
  6. 6. “Listen up youngsters…nokeynote, just key notes…”Bruce  Springsteen  SXSW  2012  Music  keynote  speech  (calgaryherald.com)  
  7. 7. Macrotrend 1 “Big  Data”     As  the  number  of  data  collec8on  points  increases  enormously,  capturing   informa8on  about  all  the  things  in  the  world,  including  us,  there  is  a  massive   opportunity  for  people  to  learn  about  themselves  and  organisa8ons  to  learn   about  their  customers  and  poten8al  customers.     Sub-­‐trends       •  Data  everywhere   •  Drowning  in  data  
  8. 8. Data Everywhere
  9. 9. Data Everywhere •  More  devices  than  ever  are   creaVng  more  data  than  ever   •  Data  is  increasingly  available/ required  in  real  Vme   •  Humans  as  data  sources  via   wearable  technology   •  Nike  Fuel  Lot  video   ImplicaVons   •  More  data  means  more   opportuni8es  to  understand   people   •  People  also  want  to  share  the   data  that  they’re  genera8ng,   especially  due  to  gamifica8on  
  10. 10. Drowning In DataSpoVfy  (businessinsider.com)  
  11. 11. Drowning In Data •  Unlimited  choice  combined  with  limited  Vme  and   aQenVon  means  that  people  are  don’t  know  where  to   start   •  CuraVon  from  trusted  sources  is  required  to  connect   people  with  content  that  is  meaningful  to  them             (private  networks  are  one  way  of  doing  this)   •  Companies/brands  can  help  people  to  cut  through  the   noise   ImplicaVons   •  Content  is  about  discovery,  not  difficulty  –  people  are   looking  to  connect  with  things  via  either  either   recommenda8ons  from  brands  that  they  follow  or  their   peers  Path  private  sharing  network  (shinyshiny.tv)    
  12. 12. Macrotrend 2 “Out  And  About”     With  advances  in  technology  comes  a  change  in  focus  from  mobile  (which   focuses  on  devices  and  what  they  can  do)  to  mobility  (which  focuses  upon   what  the  technology  enables  us  to  do,  and  increasingly  where  and  when  we   can  do  it).     Sub-­‐trends     •  SoLoMo   •  Ambient  locaVon  
  13. 13. SoLoMoHighlight  locaVon-­‐sharing  app  (digitalVmes.ie)  
  14. 14. SoLoMo •  SoLoMo:  Social  LocaVon  Mobile   •  SoLoMo  means  that  (potenVally)  three   Vmes  as  much  data  will  be  generated   •  PotenVal  to  leverage  spontaneity   •  A  fourth  vector:  gamificaVon   ImplicaVons   •  Beyond  focusing  on  social,  local  and   mobile  in  isola8on,  consider  how  we   can  combine  them  to  provide  more   relevant  content  and  value  to  people  “Life  Is  Crime”  locaVon-­‐based  massively  mulVplayer  mobile  game  (stuffmideast.com)  
  15. 15. Ambient Locationnewtechpost.com  
  16. 16. Ambient Location •  The  “geo-­‐locaVon  meetup”   •  Privacy  sVll  a  concern  –  but  may   disappear  if  the  uVlity  is  clear   •  NarrowcasVng  –  to  a  select  group  of   people  instead  of  the  world  at  large   •  Ability  to  interact  with  both  people,   objects  and  offers   •  Sonar  video   ImplicaVons   •  Brands  need  to  be  transparent  when  it   comes  to  which  data  they  are   broadcas8ng  to  other  people/users    Sonar  –  an  app  that  shows  you  who’s  at  a  locaVon  and  why  they  maQer  to  you  (appadvice.com)    
  17. 17. Macrotrend 3 “Social  Consump8on”     It’s  not  enough  to  consume  items  –  people  now  want  to  do  it  together,   sharing  the  experience  with  others  not  just  aSer  the  event,  but  during.     Sub-­‐trends     •  The  trend  of  trending   •  MulVscreening  
  18. 18. Trend Of TrendingMashable.com  
  19. 19. Trend Of Trending •  CuraVon  plagorm   •  Real  Vme  data   •  Ability  to  see  what  others  are  interacVng  with   •  Ability  to  overlay  influence   ImplicaVons   •  Trends  and  trending  are  another  way  for  people   to  “cut  through  the  noise”  and  find  content  that   is  meaningful  to  them     New  York  Times  (lsatblog.blogspot.com)  
  20. 20. Multi ScreeningTeam  Coco  tablet  app  (briefmobile.com)  
  21. 21. Multi Screening •  MulV-­‐screening  is  a  behaviour  that  people  are   already  using  –  the  challenge  is  to  leverage  this   and  focus  it  so  that  people  are  mulV-­‐screening   the  one  acVvity   •  A  recent  example  is  the  Team  Coco  tablet  app   (video)   •  MulV  screening  can  be  used  before,  during  and   aSer  acVviVes  such  as  TV   •  QuesVon  –  which  screen  is  now  the  “second”   screen?   ImplicaVons   •  Consider  how  to  integrate  peer-­‐to-­‐peer/social   so  that  people  can  enjoy  an  experience  that   they’re  interested  in  together  Team  Coco  tablet  app  (funkyspacemonkey.com)  
  22. 22. Macrotrend 4 “New  Interac8ons”     While  technology  has  enabled  us  to  do  an  enormous  number  of  things,   increasing  aVen8on  is  being  paid  to  how  we  and  other  pieces  of  technology   interact  with  things.     Sub-­‐trends     •  Mobile  only   •  Interface  design  
  23. 23. Mobile Only Mobile  Roadie  (blog.soundcloud.com)  XXXXX  
  24. 24. Mobile Only •  Mobile  vs  web  –  quesVon  which  to  create  first  or  at   all   •  Experiences  that  connects  you  with  the  few,  or   with  the  many   •  There  has  been  a  split  in  design  between  hyper-­‐ specialised  and  full/rich  funcVonality   ImplicaVons   •  Mobile  applica8ons  don’t  have  to  be  “dumbed   down”  versions  of  a  digital  experience  –  consider   what  people  need  most  when  they’re  using  their   device   SXSW  Laminate  app  (beta  tesVng  version)  from  Live  NaVon  (venturebeat.com)  
  25. 25. Interface Design
  26. 26. Interface Design •  Current  interfaces  isolate  us  from  our   environment  –  we  spend  a  lot  of  our   Vme  looking  down   •  We  are  familiar  with  gesture  techniques   (primarily  via  Kinect  –  especially  since   the  developer  kit  was  launched)  but   other  technologies  include  heat,  smell,   taste  and  voice   ImplicaVons   •  Consider  how  people  can  use  mul8ple   devices  together  to  give  people  a  richer   experience    
  27. 27. Macrotrend 5 “Richer  Experiences”     The  promise  of  “the  medium  is  the  message”  is  increasingly  coming  true  –   with  brand  experience  and  u8lity  becoming  as  important,  if  not  more  so,   than  the  core  of  what  is  being  communicated.     Sub-­‐trends     •  GamificaVon   •  Content  markeVng  
  28. 28. Gamification blackvibes.com  
  29. 29. Gamification •  A  trend  that  can  be  used  across   mulVple  industries   •  Ties  in  with  SoLoMo  –  SoLoMoGa   ImplicaVons   •  Use  gamifica8on  to  encourage   interac8on  and  to  make  things   beVer,  rather  than  an  end  in  itself      American  Express  TwiQer  Sync  (mybanktracker.com)  
  30. 30. Content Marketing
  31. 31. Content Marketing •  ArVsts  are  thinking  beyond  record  stores  and   the  iTunes  Store  –  adverVsing  is  the  new  radio/ music  is  the  new  soSware   •  Approach  music  as  a  partnership  between   brand  and  band,  not  as  a  licensing  agreement   •  People  will  pay  to  buy  “adverVsing”  such  as  the   State  Farm  “Empire  State  of  Mind”  work   ImplicaVons   •  For  successful  integra8on,  music  supervision   needs  to  be  involved  at  the  start  of  the  process/ briefing    Nike  Chosen  video  content  (undrln.com)  
  32. 32. For More hQp://ddbdoesausVn.com/   ddbdoesausVn.com  
  33. 33. Music Alabama  Shakes  
  34. 34. Music The  Black  Ryder  
  35. 35. Music We  Were  Promised  Jetpacks  

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